Presented to the College of Business Administration Education

University of Mindanao
Bolton, Davao City
MM 312 / 7650

Product Plan

In Partial Fulfillment of the Requirements in

MM 311 – Product Management | 7638
2nd Semester | 2st Term
S.Y. 2021-2022

Submitted by:
Camarillo, Jay Lord
Digal, Dexter
Ibañez, Tricia Mae

Submitted to:
Prof. Melanie Joy Barriga

May 2022
 EXECUTIVE SUMMARY

COMPANY HISTORY

With a common keenness for sustainability and helping mend the environment

from relentless harmful human activities in their own little way, Dexter Digal, Jay Lord

Camarillo, and Tricia May Ibañez, all are business graduates, decided to form a joint

venture in 2019, as a side hustle. They decided to come up with something eco-friendly

and something they could incorporate their common denominator which is being gym

goers and coffee lovers. So, a bamboo tumbler was decided upon then. Bamboo for

them was an inevitably good idea as it is quite a helpful way to scale down on the use

of plastics. As a twist, they made it a personalized offer (which customers can put any

logo, message, name, object of their choice on the bottle and on their free regular and

milktea straws by use of laser engraving machine).

All three individually invested their own money into this new business empire.

In the summer of 2019, the business was finally put up in Roxas Boulevard Davao City

where they used as main office and for walk-in orders. The bamboo tumblers together

with the free bamboo straws are sourced from a trustable supplier and the business

will personalize the item through laser engraving. They started out receiving orders

solely from Davaoeños on their Facebook and Instagram page; and on-site; thus, they

began immediately both online and traditional only for Davao City.

When pandemic stepped foot in 2020, they lifted their on-site accommodation.

Consequently, orders and services were made online. Under the unfortunate

circumstances, the business finally opted to jump on shopping apps (Shopee and

Lazada) which were at its peak at that time. To withstand and still thrive during the

uncertain time, venturing out into the shopping apps was conducive to it. So, the

business since then started catering nationwide; anyone in the Philippines can now
order from Bamblr through Shopee and Lazada. The situation dragged out until March

2022. They finally came back to their long-vacated on-site accommodation that month.

As of today, the company are selling and accepting orders both on shopping

apps and on-site. At last, the three investors have just proclaimed to add products to

their portfolio and to look forward to its emergence soon.

VISION

Bamblr’s vision is to have clean and free of plastic wastes waters around the

Philippines allowing marine life to flourish by making people gravitate towards use of

bamboo-based products.

MISSION

Bamblr is committed to sustainability by producing eco-friendly bamboo-based

products to eliminate the use of the plastics and safeguard the marine life.

OBJECTIVES

Bamblr guarantees that all products and innovations they engineer will be

consistently bamboo-based and environmentally sustainable. With this, the company

has to set objectives for the company to have clear and precise short and long-term

paths to walk down towards the success of the company.

 Increase our sales by at least 5% annually.

 To increase its market share by 3% annually.

 Gain at least 50 followers both on each social media (Facebook,

Instagram, and Twitter) and e-commerce sites each month.

 To include product development every year.

TARGET CUSTOMERS AND MARKET ANALYSIS

In today’s corporate industry, green marketing has become fast in trend. 59

percent of the shoppers are prioritizing living a more environmentally conscious

lifestyle according to a recent survey wherein shoppers are willing to pay more for

sustainable products. According to Retail Industry Leaders Association, 93 percent of

global consumers expect the brands they use to support local social and

environmental issues. Bamblr Company will be serving college students aged 18-24

up to middle-age 40-50 years old, that are middle to upper-middle-class earners. Our

product is perfect for those who are coffee drinkers and are into sports like athletes

and those consumers whole like outdoor recreational activities such as hiking,

camping, fitness, and travel. Moreover, it could be a perfect personal gift since they

can customize prints, logos, and even messages.

DEMOGRAPHIC SEGMENTATION

Age. Bamblr target customers are male or female college students aged 18-24

up to the middle-age 40-50 years old who are coffee drinkers and loves to go on

outdoor recreational activities such as hiking, camping, fitness, and travel.

Income. Bamblr aims to target middle and upper middle class income earners

who have enough amount of their disposable income. Our bamboo tumbler may not

be that affordable for low-income earners but it has a reasonable price for its built and

quality.

PSYCHOGRAPHICS SEGMENTATIONS

Bamblr offers tumbler that is made out of bamboo which is perfect for those

consumers who are environmentally conscious. Now that global warming is increasing

it is important to create and promote products that helps the environment to minimize

plastic waste pollution. According to a study by Yan and Yazadanifar, in the Global
Journal of Commerce and Management Perspective, consumers are more likely to

have a preference for eco-friendly products. Moreover, the bamboo tumbler is

designed for coffee and water drinkers who like it hot or cold for a longer period of time

and those consumers who like to go on outdoor adventures like camping, hiking,

travel, and fitness.

BEHAVIORAL SEGMENTATION

Insulated drinkware is incredibly popular in this generation for many reasons.

Not only because it serves important purpose but because it is also aesthetically

appealing. One reason why a person purchase tumbler because of it’s on the go ability.

Another is that it keeps your drink cold or hot depending on your choice in a long period

of time. Moreover, it helps the environment since it is reusable therefore disposable

cups is no longer needed and you can use it every single day. Bamboo tumbler is

perfect for our coffee lover consumers, it doesn’t only limit to them but also for those

athletes and runners and those who likes outdoor recreational activities such as

fitness, hiking, camping and traveling. We are proud that our product is much safer

since it is built out of bamboo and much more appealing since it gives aesthetic kind

of vibe.

GEOGRAPHIC SEGMENTATION

Bamblr Company is originated in Davao City. We have physical store in Roxas

Boulevard, Davao City but unfortunately due to pandemic restrictions we had decided

to close it for quite a long time. Bamblr products can be seen online like Shopee and

Lazada therefore our target location doesn’t solely focus on Davao City but nationwide

now. Wherever you are in the Philippines, we will deliver it right on your door steps.

Now since, we’re back to on-site accommodation, both face-to-face and online deal

are now possible.

MARKET ANALYSIS

Now that global warming is getting worst, our Earth needs to breathe. Bamblr

Company designed a product which is a tumbler made out of bamboo that is eco-

friendly to help minimize the plastic waste pollution in our environment. According to

June 2021 Global Consumer Insights Pulse Survey, half of all global consumers

surveyed say that they’ve become even more eco-friendly. Survey also reveals that in

Asia-Pacific region is more eco-friendly than the global average. Moreover, 75% of

Filipinos are actively seeking out those brands that offer eco-friendly kind of products.

Filipino shoppers are making significant to becoming more responsible consumers.

Bamblr Company adapts Green Marketing since we promote and support green

products and commits to the environment that creates a positive look with our brand.

This is what made us ahead of our competitors, Bamblr Company doesn’t just offer a

simple tumbler but a tumbler with a purpose. Our product is also different because it

is made out of bamboo and is a customized product wherein you can engrave your

name, logo or any word or message of your choice. A Deloitte consumer review

showed that 50% of consumers desired personalized products for some product

categories. Customization is a fast-growing market hyper-trend fueled by the demand

for advanced individualization.

PRODUCT’S BRAND NAME

The product’s brand name will be called “PERSONALIZED BAMBLR” as the

company aims at personalizing their tumblers. Meanwhile, Bamblr, derives from the

word “bamboo” ⁠—a type of grass with a hard, woody, hollow stem and is the main

staple we incorporated into the product, and “tumbler” ⁠—a drink-ware usually made

of glass or stainless steel that can work for hot or cold drinks. Thus, “Bam” comes from

the word Bamboo and “blr”, from tumbler; the company decided to edit out the word

“e” from the letters “bler” for aesthetic purposes. In spite the company’s name pertains

to a tumbler, they are still planning to roll out other types of products that are still

bamboo-based in the future. Thus, they are putting the emphasis that their tumbler is

and will always be the core product of the company.

PACKAGING AND LABEL

Figure 2. Personalized Bamblr’s Packaging and Label

 Personalized Bamblr products will come into different sizes: 300ml, 450ml, and

500 ml. Thus, the packaging will be plain white rectangular boxes that fit the said sizes.

The company will also furnish freebies including a regular straw, milktea straw, and a

cleaning brush. The free products will be kept together in a little cream white pouch.

Bamblr’s personalized bamboo tumbler will have its labelling on a separate

brown craft board paper in ink print. It’s a long rectangular one that both its tales

connect together and that blends to the shape of the box as the picture shown above.

Further, all 4 sides will be utilized. One pair of opposite sides will contain the logo of

the company and the size of the product; the third side will contain the name of the

product, and the third and last side will contain the logo of Bamblr’s social media; and

shopee & lazada business account name. While, the little pouch for freebies will only

have the logo of the company. Hence, the company makes sure to go towards

minimalism.

POSITIONING, VALUE PROPOSITION (BENEFITS)

Bamblr is a company that sells bamboo tumbler which is eco-friendly, free from

toxic materials, handy, durable, and affordable. It is also combined with a free bamboo

straw, and it's customizable depending on what details will be carved outside of the

tumbler. This tumbler is insulated drinkware which means the customer can use this

product anytime and anywhere. Personalized Bamblr is a tumbler for those who love

to drink coffee, do outdoor activities, or store water temperature. Bamblr is made to

lessen the number of single used plastics. Bamblr ensures one-time purchase and

guarantees the customer of its high quality at an affordable price.

FEATURES

Figure 3. Features of Personalized Bamblr

 1. Natural Double-Walled Bamboo – Bamblr is a double walled bamboo which

bamboo is renowned to be hypoallergenic, antimicrobial, resistant to mold and mildew

growth. It also gives a fresh feeling while consuming and contributes to the durability

of the product.

2. Handle – The handle makes the Bamblr handier and more accessible

anytime and anywhere.

3. Laser Engraved Print – is the use of laser to permanently engrave an object.

The Laser engraved print is the Bamblr’s main highlight since it gives the customer the

freedom to choose on what details should be written on the tumbler’s body, cap, and

free straws.

4. Stainless & Insulated steel – will keep your drinks hot or cold for a period

of time and keep the product last a long a time as it’s not easy to rust.

5. Filter/Infuser – is perfect for tea drinkers to block the leaves from flowing

while drinking your tea.

6. Freebies – You will not just enjoy our bamboo tumbler alone when availing

our product because it comes with a regular & milktea straw; and a cleaning brush.

Whenever you wanted to drink milktea you can use the bigger straw and other

beverage drinks without sinkers for the smaller straw. To clean the inside, the cleaning

brush will do the work.

SALES AND MARKETING STRATEGY

One way to eliminate plastic is to create alternative products such as reusable

and eco-friendly types. Bamblr adapts the Green Marketing campaign that showcases

our environmentally friendly product. According to Ward, products that has sustainable

attributes have taken more shares than the store sales, from 19.7% in 2014 to 22.3%

in 2017 to an anticipated 25% in year 2021.

 Bamblr Company uses the Social Media Advertising since half of the Filipinos

are using social media. We believed that it is easier to reach them when using this

strategy. We also used the power of influencer marketing to help us promote our

products and expand our market easily. Moreover, Bamblr Company offers 10%

discount if you purchase 5 tumblers in one transaction. The company would also give

vouchers and free shipping in our Lazada and Shopee stores.

TARGET CUSTOMERS

Bamblr is a company that creates durable, sustainable, and environment-

friendly tumblers made of bamboo. It helps in storing water which is excellent in

maintaining its temperature and gives a fresh feeling while consuming. The durability

and the eco-friendly materials in manufacturing the product are the highlights since it’s

dedicated to helping the consumer on gaining comfort and freedom because of its

customizable design. Bamblr is sold in the market at an affordable price of 385-499

depending on its size.

Primary target

Active Teenagers who love coffee and outdoor activities. The tumblers are

designed for the teenagers that reside around Roxas Boulevard Davao City. The

Company believes that teenagers in Roxas Boulevard Davao City prefer to have a

high-quality and affordable tumbler for their everyday use. These people are qualified

as the primary customer since they are coffee drinker, conscious about the

environment, and loves outdoor activities. The bamboo tumbler’s main purpose is to

lessen the usage of plastics around the world which connects to the environmental

problem that we face today. The Bamboo tumbler can be enjoyed by different

customers regardless of its gender. The company is knowledgeable enough to help

these people to be comfortable and contribute to the environment by offering a non-

plastic product.

In Roxas Boulevard Davao city, most teenagers have their own work which

means they can provide for their own needs and wants. That’s why the company’s

main goal is to provide a high-quality product for them to enjoy their purchase. Thus,

the standards of the product are highly ensured since our target market are those

average income earners. Moreover, the key influencer of the teenagers to purchase

the product is their love of having a fashionable tumble for their coffee, outdoor

activities, and solving the environmental problem of plastics which affect the world

entirely. Factors that affect their buying decision in purchasing a Bamboo tumbler that

is affordable and eco-friendly, while the economic buyer are the active teenagers

because they are outgoing and conscious of the problems in the environment that the

world faces.

Secondary Target

Parents. The Bamblr’s secondary target customers are the parents here in

Roxas Boulevard Davao city. Most of the parents loved to purchase a new kind of

product. They also love to buy wooden products because of their calming image that

produced relaxation. The bamboo tumbler can be used by parents while exercising,

storing drinks at home or for work, and limits their budget with its durability and high-

quality materials. The company wants to reach these people to decrease the purchase

of plastic products and slowly change their perspective on buying wooden or eco-

friendly products. Also, the durability, affordability, and the relaxation that the product

brings are the key influencers, while the decision-maker and the economic buyer are

the mother and father since they are financially capable of purchasing the product.
Competitive products (Bamblr's Biggest Competitor)

The BAMBOO COMPANY is a well-known company that sells bamboo

products in Mindanao. It was founded by Jamico Jamlang and the idea of making a

bamboo tumbler is discovered because of his visit to Misamis Occidental in early 2018.

He observed that the number of dolphins on the island is decreasing, and the cause

is the huge number of plastics thrown on the island. The BAMBOO COMPANY creates

solution on solving this problem by promoting a non-plastic product which is the

Bamboo tumbler. The company has become a proponent of sustainable tourism,

working to reduce plastic waste and promote the usage of items that encourage people

to live more environmentally responsible lives. After graduating from the University of

the Philippines, he worked for a big food and beverage firm in the country, where he

discovered the company was creating products with toxic components.

The BAMBOO COMPANY is planning to expand its company internationally.

They plan to have at least two branches outside the country to expand their reach and

slowly accomplish their mission of lessening the use of plastics around the world. They

sell their bamboo tumblers in 500ml that cost around 1,700 pesos and 1liter for 2,200

pesos. Today, the company is continuing its operation and still waiting for investors for

its product expansion and helps them to be a trusted company that sells eco-friendly

products.

Through this information, Bamblr knows that it will be tough on establishing their

company since BAMBOO COMPANY is a large company that operates in the market.

However, based on the pricing of Bamblr is more innovative than its competitor since

it offers a high-quality product and has a low price with the same availability of sizes

the 500ml and the 1liter tumbler. The company also added a bamboo handle, and

laser carving for customization. Bamblr offers high-quality products for the residents
of Roxas Boulevard Davao including bamboo straws and customizable tumblers. The

materials in manufacturing these tumblers are purely safe since the company has the

best suppliers to ensure the health of the customers as the priority in selling this

product. Furthermore, the City Environment and Natural Resources Office of Davao

support and approve the operation of the company in selling these wooden tumblers.

We also recently promote our wooden straw in the public, and to help in reaching other

people by giving it for free for those who purchase the bamboo tumblers. We care

about the environment as well as our customers as we made our product budget

friendly. To completely understand, the table below is about our product SWOT

analysis.

SWOT ANALYSIS

Table 1: SWOT Analysis of Bamblr

STRENGHTS WEAKNESSES OPPORTUNITY THREATHS

We offered and
Eco-friendly It needs more The company’s’
product that is promotional tumbler doesn’t Increase of cost of
focused on the advertisement contain any toxic needed materials.
safety of the since it was a new materials.
customers as well company.
as the
environment.

Most of the people

It sells affordable are loyal to the Caters a larger
bamboo tumbler in competitor due to scale of customer
high quality to fit its established nationwide using Climate change
the need and the image and social media,
budget of the feedbacks of the Shopee and
buyers. past customers. Lazada.
 It gives freedom There are few
and comfort to the Limited materials companies who Competitors
customer with its due to climate sells an Eco-
customizable change. friendly product.
tumblers and free
bamboo straw.

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pproach

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